Understanding the consumer journey and integrating consumers’ digital footprint and client’s data became the key.

We took advantage of consumer and brand analysis to guide our efforts and made media investment work to generate leads, ease the consumer experience and shorten the pause between searching and visiting a dealer.

Considering the main goal was driving traffic to showrooms we asked GM to share 112 dealer’s addresses. We linked them with Google Maps and generated location extensions to improve prospects experience.

To capitalize on the exhaustive research made prior to a dealer visit we enhanced the delivery of information by showing the closest dealer and giving costumers the option of continuing their search at the brand website or move on and get a customized offer with a dealer.

Based on users IP we analyzed people´s digital footprint and track the relationship between searches and dealers visits.

This was the first time such measurement was used in the automotive category in Mexico. We generated 8% more visits to showrooms, reaching 197,000 in four months. Most importantly thanks to this approach we realized that 26% of those visits came from a previous searches on Google and this is a huge opportunity to capitalize on those who were really interested in purchasing a car.

This important learning opened up the chance for future budget optimization. Data bases are constantly updating which means we have more solid base to capitalize our knowledge through relevant actions for our potential buyers.